However, after years of ads attacking competitors that could easily be said to stretch the truth Apple's penchant for wild claims is finally catching up to it. Two iPhone commercials were taken off the air in the UK for false advertising, after claiming the iPhone could browse all the web (it can't) and showing it loading webpages faster than it really can.

Inspired by the UK rejections, William Gillis, a San Diego resident and disgruntled former iPhone user, has filed suit against Apple in Californian court over Apple's claims that the iPhone 3G ran "twice as fast for half the price". He says this is blatant false advertising.

Apple filed a nine-page legal response which contained a rather unusual passage, which basically equates those who believe its ads to fools.

Apple states, "Plaintiff's claims, and those of the purported class, are barred by the fact that the alleged deceptive statements were such that no reasonable person in Plaintiff's position could have reasonably relied on or misunderstood Apple's statements as claims of fact."

Michael Ian Rott, Gillis's attorney points out that a company saying that you would have to be stupid to believe its ads is a rather strange tact.

Well, I guess we all knew Apple was arrogant, but this would appear to be the ultimate in arrogance! :?